Every Experience Tells A Story.
Every audience wants to see themselves and their solution in the story—whether it’s interacting with an interface, the steps of a user journey, or the streamlined focus of an executive deck. The core of the story stays the same; only the lens and delivery adapt to meet the audience where they are.
The key is to tell the story so users act, leaders align, and teams deliver.
- Action. Flows, patterns, and journeys that make it easy for users to succeed.
- Decision. A clear story that gives leadership the confidence to align and approve.
- Execution. A shared playbook that keeps technical, creative, account, and PM teams moving in sync.
Strategic UX is where design turns complexity into clarity—and where clarity helps everyone win.
Certification:
Nielson Norman Group UX Certification
Specialization: UX Strategy & Management (2022).
My Work In Action:
Concepts and storytelling are nice — but the real proof is in the work.
Recent Projects:
With 500+ career paths and 33,000 jobs, the U.S. Army Civilian Careers site had to engage a diverse audience. I led the UX team, mapping journeys and designing flows to highlight Army Civilian culture and help prospects find the right path. I also created a framework that aligned partners around a streamlined vision.
Case Studies:
Developing The Next Generation Marketing Platform
Six months. From concept to launch. AT&T’s next-generation marketing platform demanded speed, scale, and precision. I drove the UX strategy, uniting teams under a common vision to deliver a system built for personalization at scale.
Reimagining Credit Card Rewards Programs
A bold challenge: could a credit card make people spend more and feel good about it? I led the UX strategy to redesign rewards from the ground up—transforming incentives into engagement and everyday transactions into lasting loyalty.
Enterprise Scale Messaging Strategy
USAA faced thousands of messages across hundreds of departments, creating noise for members. I developed a UX framework to streamline communications, giving users clarity and the organization consistency at scale.